Both of these platforms “combine the power of CRM, e-commerce, affiliate tracking, and sophisticated automation into one affordable platform,” says Sarit Neundorf, who is a certified consultant for both systems and has used both in training courses.

Like every marketing automation tool, each platform has pluses and minuses.

For example, Ontraport recently successfully developed and integrated innovations onto its platform, while Infusionsoft lacks several popular features out of the box, which then need to be added on at extra cost, Neundorf says.

Dan Cuprill, a CFP and the creator of Advisor Architect, a business training program for advisors and president of financial advisory firm Matson & Cuprill in Cincinnati, says that he uses Infusionsoft in his training sessions.

“In addition to being a CRM, which stores all pertinent client data, it allows us to conduct multiple marketing and client retention campaigns,” he says. “We can also use it to reduce work for our staff. When someone does book an appointment, [the platform] sends emails that not only confirm and remind the client but also sends the meeting agenda and directions."

“We also use the system to register and confirm attendance to our workshops,” he says.

Experts in the industry advise that before landing on a marketing automation tool, watch a demo before making an investment and make sure your questions about it are answered.

This story is part of a 30-30 series on how technology is changing your practice.